Development Of Digital Marketing Research Articles

Proposed Development Strategy for Green Diesel Product in Industrial Fuel Market

PTM is one of Indonesia Energy Enterprise which is carried out integrated energy business by covering exploration & production, refinery, marketing & distribution, and new & renewable energy business based on strong commercial principles. Industrial Fuel Marketing (IFM) division is part of Company’s Commercial & Trading business, established to bring various of product into domestic industrial fuel market and marine sectors. Currently IFM as market leader which is hold the market more than 70% Share. PTM is assigned by shareholder to develop Biorefinery with capacity 20,000 Barrel/Day in 2019. Biorefinery will produce Green Diesel from Crude Palm Oil (CPO) as main product with catalytic processing. Shareholder willing to implement the Biorefinery for alternative fuel sources to reduce dependence on petroleum-based fuels, as well as to reduce climate change and reduce fossil fuel import. There are several issues regarding Biorefinery business in term of Green Diesel Market which are higher CPO price than crude oil price therefore the Green Diesel price will be higher than Petroleum Diesel. In accordance with those issues, it will need business strategic in Biorefinery implementation. In this case, Author will propose strategic marketing of Green Diesel to penetrate domestic Industrial Fuel Market. Unfortunately, In Industrial Fuel sector there is open competition among fuel suppliers which currently more than 230 suppliers. The object of this research is developing business strategy for Green Diesel product in Industrial Fuel Market (IFM). To develop business strategy, the conceptual framework is necessary to have right alternatives strategies that are appropriate for the company. This research will carry out the external and internal analysis, for external analysis using Market Analysis, Porter Five Forces Analysis, Competitor Analysis and Consumer Analysis. Whereas the internal analysis will use 4P Marketing Mix, Existing Business Model Canvas and VRIO Framework. The first stage will be internal external factor evaluation, then the matching stage will use TOWS (Threats, Opportunities, Weakness, Strengths) Matrix to develop alternative strategies, in the end of the stage the final analysis will use QSPM (Quantitative Strategic Planning Matrix) to evaluate the feasibility of each of these alternative strategies. Based on QSPM there are top five strategies feasible to be implemented which is Development of target market priority on SOE and government institution, coopetition strategy, development of digital marketing, development of employee capabilities on Green Diesel Business and development of flexibility term of Payment (TOP).

Strategi Pemasaran Produk Industri Rumah Tangga Melalui Penerapan Digital Marketing Di Rt.06 Rw.03 Kelurahan Padang Jati Kota Bengkulu

One of the efforts to improve home industry products and expand the market, especially micro businesses in RT.06 RW.03, Padang Jati Village, Bengkulu City, carried out socialization and guidance to these business actors by utilizing social media as a product marketing tool. With the understanding of business actors about digital, the selling power of products can increase by way of sales that are responsive to consumer needs. The methods of field work carried out by students when doing community service are as follows: (1). Students who do service will visit home industry business owners (2). With an agreement on time and place for the socialization and development of digital marketing which was carried out in RT.06 RW.03 Kelurahan Padang Jati, Bengkulu City, which has 13 household units and is located in the nearest location. (3). Then socialization and training on creating social media accounts were held according to the needs of these business actors

Business Competitiveness Strategies of Tax Consulting Firm amidst Covid-19 Pandemic (Case Study at PT XYZ)

This study aims to examine the competitive strategies of companies in facing the challenges of the Covid-19 pandemic with a case study on a tax consulting firm in Jakarta ("PT XYZ"). PT XYZ was selected because, during the pandemic, it employs even more employees, with the current number of permanent employees above a hundred. We use qualitative methods in conducting this study with data collection through in-depth interviews and analysis techniques using SWOT analysis. This study indicates that it is becoming increasingly necessary for firms to have a competitive strategy in order to address the challenges of the coming years. Digital marketing development should be focused to ensure long-term survival and profitability, particularly for PT XYZ and other tax consulting firms in a similar situation. This study adds to laying the groundwork for firms to become more resilient by converting challenges to growth opportunities.

Digital Marketing and Business

Digital technologies have led to significant transformations in economic activity. One such area is marketing that is an important part of any business. The main trend in the digital economy is the abundance of information. The application of Internet technological advancement activities in marketing gives the possibility to customer feedback as well as helps to raise awareness of the company's products while promoting their products. The application of Internet technological advances in the modern conditions of marketing activities allows firms to reduce marketing costs, to expand the customer base, to increase the effectiveness of advertising activities and, most importantly, to find the target audience. In the article are considered the problems of implementation of digital marketing means by business in Georgia. There is explained the essence of digital marketing, is analyzed its singularities from internet marketing. Additionally, there are determined the tasks of marketing activity of small and medium enterprises in digital environment. In the article there are stated the basic tendencies of digital marketing development. Keywords: digital marketing, small and medium business, internet marketing, information field, digital marketing tools, business tendencies.

Інструменти digital-маркетингу у комплексному просуванні

This article discusses in detail the most important aspects of digital marketing, its essence and specific features. Theoretical analysis is devoted to the problems of using digital marketing tools in complex promotion as a strategy for increasing the efficiency and competitiveness of a business. It is noted that in the literature there is no single approach to a clear definition of this concept, therefore, approaches to understanding related concepts are considered. The features of the introduction of individual modern digital marketing tools have been studied. In addition, the article analyzes the main trends in the development of digital marketing in Ukraine and draws a conclusion about the prospects for using various digital tools in the Ukrainian market in 2022.

The Impact of Artificial Intelligence Applications on the Digital Marketing Development on the Telecommunications Companies in Jordan

This research mainly aims to analyze the main effect of the Artificial Intelligence applications; neural networks, expert systems and evolutionary computation, on digital marketing development. Specifically, the aim is to evaluate the new artificial intelligence applications in Jordan, especially those which can affect digital marketing development. Besides, the researcher designed questionnaires which were given on the basis of a technique of simple sampling. Moreover, they were applied on the Jordanian telecommunications companies. A number of 375 questionnaires were distributed. Furthermore, a number of 320 samples were gathered. The result was 85% response rate concerning all the respondents’ responses. The researcher relied on reliability test, descriptive analysis, and multiple regression tests, which were applied to achieve the objectives of this research. Furthermore, this study’s results reflected a positive effect of Artificial Intelligence applications; namely, expert systems, evolutionary computation as well as neural networks, on digital marketing development. However, Jordanian employees are concerned with Artificial Intelligence applications; expert systems, evolutionary computation as well as neural networks, on the basis of their perception’s analysis. Such applications can develop the digital marketing in the Jordanian telecommunications companies. Finally, this study’s results make it clear that companies have to improve those applications to enhance digital marketing world.

Pemanfaatan Platform Digital sebagai Media Pemasaran Growol

Kuliah Kerja Nyata (KKN) Periode 79 of Universitas Atma Jaya Yogyakarta has been done from April to May 2021. On this period, the KKN was deployed on two Daerah Istimewa Yogyakarta regencies, Kulon Progo and Gunung Kidul. Kelompok 5 (Fifth group) of Unit A of this KKN, was assigned to Kalirejo Village, Kapanewon Kokap, Kulon Progo. Due to the Covid-19 pandemic, this period of KKN was carried out through online mode, without fieldwork and face-to-face interaction. Thus programs of this KKN was created upon secondary data which obtained by online investigations. Findings show that Kalirejo Village has a huge amount of potencies that fall into two categories, entrepreneurship, and socio cultural potency. Among that Kalirejo Village potencies, growol became an interesting potency to develop, particularly through a combination with digital platform utilization as a marketing medium for that traditional food. Hopefully, the digital marketing development will rise up the popularity and the demand of growol, dan lead to the Kalirejo Village economic development.

ОМНІКАНАЛЬНИЙ МАРКЕТИНГ, ЯК ЕФЕКТИВНИЙ СПОСІБ ВЗАЄМОДІЇ З СПОЖИВАЧЕМ

The article is devoted to research and definition of the principles of omnichannel marketing technology and justification as an effective way to interact with the consumer and increase the efficiency of the enterprise. After all, in the conditions of growth of digital economy and production of information technologies, new approaches to marketing activity are formed. With the development of digital marketing, there is a need for new strategic approaches and technologies that can retain existing customers and attract new ones, build long-term relationships, and increase their LTV, especially when the consumer journey is not direct. 39 Object of the study: omnichannel marketing as a way to interact with the consumer and increase the efficiency of the enterprise. Purpose of the study: defining the principles of omnichannel marketing and justification as an effective way to interact with the consumer and increase the efficiency of the enterprise. Method of the study: theoretical and logical substantiation of the principles of omnichannel marketing, methods of economic, systems and comparative analysis. The main goal of the omnichannel approach is to create a simple and comfortable customer experience so that regardless of location and information device, the consumer can contact the company (brand). The introduction of omnichannel approach in marketing will have a positive effect on sales, consumer confidence, and therefore the desire to return to make repeat purchases. The company can more effectively determine the range of products or services, price management and customer LTV. This will attract new customers, expand market share, help analyze customer behavior and personalize the sales funnel. Ultimately, all this provides an opportunity to increase the efficiency of sales and business in general. The results can be used in determining the marketing strategy of the enterprise, which will improve interaction with consumers and increase the financial efficiency of the enterprise. KEY WORDS: OMNICANAL MARKETING, MULTICANAL MARKETING, MARKETING STRATEGY, MARKETING ACTIVITY, ENTERPRISE

The use of digital marketing in information transport in social media: the example of Turkish companies

The aim of this research is to examine the relationship between brands and consumers in the Turkish digital marketing business and to reveal results. aims. In this research, the definition of digital marketing, the definition of the development process, the development of digital marketing and the situation in Turkey are analyzed. The research mainly includes positive or negative examples of brand and consumer communication through social media channels and other digital channels. In addition, examples of these communication types and the evolution of ever-changing marketing concepts are given in the digital environment. Marketing efficiency, information transfer and consumer behavior of the digital platform were evaluated. The communication between consumers and brands through digital channels and the effect of this communication on consumer behavior in the purchasing process are examined. Then, the campaigns of various companies on social media and the results of these activities are explained. In this study, the concept of digital marketing, which is one of the leading forms of marketing today, is emphasized. For this, firstly, the concept of digital marketing is explained. Then, the campaigns that explain the advantages of digital marketing to the sales of different brands and the effects of these campaigns are explained.

СВІТОВІ ТЕНДЕНЦІЇ ЗАСТОСУВАННЯ ІНСТРУМЕНТІВ ЦИФРОВОГО МАРКЕТИНГУ

At the present stage, digitalization has spread to all areas of business, which requires marketers to reorient to new global trends in the use of digital tools in their activities. One of the factors of global digitalization is the growth of Internet service users. Connecting billions of people around the world, the Internet is a staple of the modern information society. The article examines global trends in the use of digital marketing tools in business. The information base of the research was the scientific works and results of research in the field of digital marketing of the German company Statista, which specializes in the analysis of market and consumer data. The author substantiates the important role of enterprises in the use of digital technologies and tools to achieve marketing goals in the globalization of the economy. The results of the study revealed the most popular digital marketing tools, which, according to marketers, are the most effective for: content marketing, marketing automation, big data and artificial intelligence technology, machine learning and social media marketing. Most attention is focused on the analysis of the United States, China and Europe as the world’s largest digital marketing markets. Emphasis is placed on the further growth of the global market for social media marketing, including Facebook, YouTube and Instagram. It was found that the most dynamic direction in the development of digital marketing is the growing popularity of mobile applications. Mobile marketing as a form of digital marketing has emerged relatively recently, but there is a tendency of increasing the number of mobile phone users, as well as the growing of those who want to take advantage of mobile benefits. Research has confirmed that the spread of the COVID-19 pandemic is an important factor in the growing popularity of mobile digital marketing and the increasing of effectiveness of digital marketing tools. The key advantages for companies of active growth of the mobile marketing market in the world are highlighted. This will help companies to choose the most effective digital marketing tools to promote their business, as well as to adapt their marketing strategies of trends in global digitalization.

CURRENT TRENDS OF DIGITAL-MARKETING IN THE CONDITIONS OF GLOBALIZATION

The article states that the impact of Internet technologies on public life has become a prerequisite for creating a new type of marketing - digital marketing, a characteristic feature of which in addition to the specific environment of information dissemination was the need to develop an information product that meets consumer information needs. The authors note that under the current conditions of development of the world economy in general and the economy of Ukraine in particular, there are significant changes in the activities of enterprises and approaches to doing business. The development of globalization is analyzed and the emphasis is on its transformation into globalization processes. The most obvious change is that most companies and people have moved to the online environment. Current trends in the development of digital marketing in the context of globalization are considered. Important aspects of the impact of information technology on the change of everyday life and business activities are highlighted. The importance of digital marketing to meet the needs of a new generation of consumers has been identified. The main directions of using information technologies in marketing with their tendency to personification are determined. It is substantiated that the effective practice of digital marketing in the conditions of global informatization for enterprises is content marketing, which is based on the formation of interesting, relevant information material in accordance with the needs and desires of the consumer. Content should be relevant to current issues and issues of concern to consumers, have a clear and understandable structure of material, combine different tools of visualization and interactivity.Modern digital marketing is actively developing in the direction of video marketing, creation of audio content and voice processing systems; the role of messengers as a low-cost and more efficient SMM implementation environment is growing. Taking into account the analysis of modern scientific research, the authors noted that they have not substantiated the tools of Internet marketing, which are relevant in the context of globalization. Effective tools for promoting products on the Internet, which have developed significantly in recent years, are analyzed. The necessity of development of marketing Internet technologies of promotion of goods and services as a hybrid technology in the conditions of business globalization is substantiated. Taking into account the current trends in the development of online communications, the authors based on a study of modern publications summarized the current tools of digital marketing and systematized current trends in digital marketing. It is concluded that the further transformation of marketing in connection with the rapid development of technology.

The Future Prospect of Digital Marketing in the Malaysian Context

Under the globalization trend, digital marketing is part of the digitalization practices in the business world. Many organisations, companies and firms have practised digital marketing in their businesses, to start, explore or expand their markets. Digital marketing enables companies to achieve marketing objectives with digital technologies. In the advanced countries, such as US, UK, Japan, Australia, Singapore, etc., many organizations and industrial practitioners have implemented digital marketing practises that have changed from brick and mortar to online business channels. Like other forms of marketing channels, digital marketing has its benefits and pitfalls. This paper discusses the threats and opportunities, problems and challenges faced when promoting and expanding digital types of business and digital marketing in Malaysia, such as education, government policies, public awareness and users’ data protection. This paper shed some light on the importance and development of digital marketing in the Malaysian context and, the discussion outcomes raise further awareness and attention of companies to implement digital marketing in their business activities.

Directions of development of digital marketing systems at the macro level in the conditions of digital transformation of the economy

The aim of the article. The article addresses drivers of digital marketing development as a marketing system at the macro level in the context of digital transformation of the economy. The topic is relatively new and needs attention since most research devoted to digitalization in marketing is usually undertaken on the microlevel. Due to such a bias little is known about ties of digital marketing development with digital transformation on the macrolevel. The article aims at developing of conceptual frameworks of relations thereof. The methodological base of the work is the ternary structure of the digital marketing system. It consists of IT sector, digital marketing and extended digital marketing. IT-sector provides for tools of digital marketing, thus encompassing digital marketing mix. Analyses results. Digital marketing englobes tools and platforms for which digital technology are essential, while extended digital marketing layer embraces the most of marketing activities, which are in the process of digitalisation. The development of digital marketing on the macrolevel is proposed to consider as a process of transformation, like the process of organizational change of Beckhard and Harris. This process is aimed at digital transformation of the entire economy. It applies four major means of digital transformation, namely: digital privatization, digital industrialization, digital investment and reinvestment, and e-governance and paperless. Digital privatization is aimed at ensuring higher efficiency of the economy by correcting existing inefficient models in certain industries by introducing digital platforms and solutions. Digital industrialization is undertaken by the rapid introduction of digital technologies in various sectors of the economy, other than the IT sector, the transition to a new technological mode and thus ensure increased productivity and productivity in the implementation of economic exchanges. The implementation of digital industrialization requires the deployment of digital entrepreneurship, including the renewal of existing and the creation of a new infrastructure of production, management, and support processes. E-governance and paperless can improve the efficiency of management decisions, as they integrate digital data with models that allow simulation and forecasting, eliminate the problem when digital data is not converted into information and does not get into databases needed for management decisions to be made. Digital investment and reinvestment refers to the development of foundations and factors of digital economy development - digital infrastructure, hardware and software, as well as institutional conditions of digitalization, education, training and development of the workforce, creating and maintaining the necessary conditions for its development and reproduction. With the help of digital industrialization, one can expect the development of digital platforms. It should lead to an increase in the number of users and partners - an increase in coverage, both in terms of demand (consumption and penetration rate) and in terms of production and provision of services (number of digital service providers and digital producers). products). The main areas of digital investment and reinvestment are the development of the IT sector and digital platforms, but there are also points of effort at the level of expanded digital marketing - in areas that are being digitized. Efforts should be directed towards the development of digital consumption through the transfer of procurement, including public services to the digital environment. Conclusions and directions for further research. Implementing this strategy requires macroeconomic stability, without which success in long-term macro-level projects seems to be unlikely, especially in projects involving large investments and significant technological transformations. Some directions of further research are defined, such as: driving forces influencing purchasing behaviour on digital platforms, conditions for effective development of digital entrepreneurship, organizational conditions and mechanism of digital industrialization, investment and reinvestment, state economic policy that encourages the development of e-commerce, forms of communication and mechanisms of influence between digital marketing systems at different levels of the economy and the knowledge economy, etc.

DIGITAL MARKETING: ENGAGING CONSUMERS WITH SMART DIGITAL MARKETING CONTENT

The accelerated development of digital technology is currently affected by several factors such as the use of internet technology, the development of smartphones, the emergence of various social media, the deve­lopment of e-commerce and the large number of people who actively use the internet. This study aimed to find a suitable marketing strategy for promoting food products by observing the development of digital marketing, especially today’s social media marketing. Bali was well known as one of the destinations visited by local and International tourists. One restaurant located in Kuta called Maisyaroh, in spite of the advancement of digital technology, had not optimized the use of the technology well. Whereas, it actually could affect the competitive advantages. In addition, a qualitative descriptive approach was used in this research, while the data collection techniques were carried out through observation, in-depth interviews by using Zoom Meeting and docu­men­tation. The results stated that promotion using Instagram (IG) endorsement and paid promote could increase brand awareness and buying interest.

The digital tools usage in the organization of resource support for small business activity

The paper is devoted to the problems of using digital (digital) marketing tools by small businesses. The essence of digital marketing is clarified, its differences from Internet marketing are analyzed. The tasks of marketing activities of small enterprises in the digital environment are determined. The features of the use of individual digital marketing tools are considered: search engine optimization (SEO), contextual advertising, media context advertising, email marketing, social media marketing (SMM). In addition, the paper examines the main trends in the development of digital marketing in Ukraine and abroad, draws conclusions about the prospects for using various digital technologies in small businesses in the coming years. One of the main tasks of digital marketing is to connect offline audiences to the company's online channels. For example, advertising messages in an offline environment can lead potential customers to the company's website or its page on the social network. Each small business selects communication channels based on the specifics of their own business, available resources and the characteristics of the target audience. For some companies it will be acceptable to use only online tools, for others this direction will be ineffective or unprofitable. Therefore, an important component of the process of developing and implementing digital marketing policy is testing different channels of communication with the consumer. In today's rapidly transforming digital marketing environment, the regular introduction of new information and communication technologies and methods of working with mobile and Internet content to succeed in a highly competitive market, small businesses are no longer enough to use Internet marketing tools. These tools need to be integrated with offline promotion channels and develop comprehensive marketing solutions based on the characteristics and needs of a particular business. These decisions should cover all areas of marketing activities: from market research and product positioning to advertising. Entrepreneurs need to take into account changes in the psychology of consumers of digital information and adjust their marketing campaigns in accordance with the most current trends in the digital environment.

The Effect Of Product Promotion And Innovation On Purchase Decisions At Prices As Intervening Variables

The development of digital marketing in the new normal era is currently very fast. Several online shops that use digital marketing techniques such as Shopee and Tokopedia. This study aims to analyzed the effect of promotion and product innovation on purchasing decisions with price as an intervening variable. The research method used purposive sampling technique where the data is examined using measurements by considering individual choices. The sample collection used a questionnaire, and the number of samples used is 100 respondents. The analysis technique used multiple linear regression and multiple test. The results showed that the first hypothesis did not have a significant influence between the promotional variables on purchasing decisions. While the second hypothesis there is a significant influence between product innovation variables on purchasing decisions. Furthermore, the third and fourth hypothesis of the price variable mediate the relationship between promotion and product innovation on purchasing decisions.

Digital Marketing in the System of Promotion of Organic Products

The availability of digital technologies for a wide variety of companies opens up fundamentally new opportunities for the collection and analysis of information about markets and consumers, the implementation of marketing communications with customers and the formation of brand awareness. Digital marketing provides interaction with customers and business partners using digital information and communication technologies and electronic means. The purpose of the research is to study the features of digital marketing in the sphere of promotion of organic products based on the investigation of the experience of European Union’s countries. Design/Methodology/Approach: economic and statistical analysis and comparison; economic and mathematical method; formalization; analysis and synthesis; historical and logical methods; generalization. As a result of the study, it has been established that the development of digital marketing in the sphere of promoting organic products is in its infancy. It depends on the structure of producers, which is formed according to the principle of family farms or small farm enterprises with no more than 15 employees without a special position of a marketer. It has been proved that social networks are the main channels of digital marketing of enterprises - producers of organic products, forasmuch as they do not require additional costs to attract a specialist on marketing.

PENGARUH PEMASARAN BERDASARKAN CONTENT CREATION, CONTENT SHARING, CONNECTING, COMMUNITY BUILDING MELALUI INSTAGRAM TERHADAP BRAND AWARENESS DI UNIVERSITAS INDO GLOBAL MANDIRI PALEMBANG SURVEI PADA FAKULTAS EKONOMI PERIODE MARET – JULI 2020

Currently, the development of digital marketing, especially on social media Instagram, is increasingly in demand by everyone, of course, this has an impact on the quality of great brand awareness for companies in marketing their goods or services, including universities. In this study, there are five variables used, namely content creation (X1), content sharing (X2), connecting (X3), community building (X4), brand awareness (Y). This type of research in this study uses explanatory research with a quantitative approach. Data collection was obtained through distributing questionnaires online to students of the Faculty of Economics who are still active in the even semester in 2019. The sample used in this study amounted to 275 respondents. The sampling technique used was purposive sampling with descriptive analysis and multiple linear regression. The result of this research is content creation (X1), which has a positive and significant effect on brand awareness (Y) of social media Instagram, Indo Global Mandiri University. Content sharing (X2) has not had a positive and significant impact on brand awareness (Y) of the social media Instagram at Indo Global Mandiri University. Connection (X3) has not had a positive and significant influence on brand awareness (Y) of the social media Instagram at Indo Global Mandiri University. Community building (X4) has not had a positive and significant impact on brand awareness (Y) of the social media Instagram at Indo Global Mandiri University. However, all variables (X) have a joint influence on brand awareness (Y) of social media Instagram, Indo Global Mandiri University.

Strategic Marketing Instruments for Product Promotion on the Marketplace

Digital trading places change traditional approaches to product promotion due to the ability to accurately assess market volumes, competitors, choose the most effective promotion strategy and marketing instruments. With the development of digital marketing, online stores are increasingly being used not as an intermediary between the seller and the buyer, but as an online sales platform. This led to the emergence of a new format of trade and the transformation of the traditional e-commerce market, changes in the role of sellers, active participation of the buyer in the formation of supply and marketing. The use of digital instruments for competitive analysis of a potential niche of the product facilitates promotion and allows to evaluate the potential level of income, optimize promotion instruments in the current period. The article is aimed at identifying a set of strategic marketing instruments for promoting the product on the marketplace. The article on the basis of competitive analysis cases discusses practical aspects of using digital instruments to determine sales potential in a particular market. The main strategies for product promotion and the advantages of each strategy are defined. Based on the practical sales case of three types of products using a digital platform and instruments for promoting these products, the efficiency of each instrument has been identified. The effect of promoting each product is evaluated using conversion rates, rating, sales ratio using digital platform advertising campaigns to organic sales of each product. It is proved that thanks to digital platforms, the manufacturer, the seller of the product in real time in the current period has the opportunity to redistribute the costs of various marketing instruments of promotion and ensure sales growth, product rating. The product sales performance indicators (conversion, rating, and volumes) allow to adjust the promotion strategy (update the brand, content, listing) in the current period, which reduces the risk of shortage in sales. The author emphasizes that further research should be directed towards studying practical cases of product promotion on digital platforms for the formation of theoretical and methodological aspects of marketing in the digital environment.

ОСОБЛИВОСТІ ФОРМУВАННЯ МАРКЕТИНГОВИХ ТРЕНДІВ

The article is devoted to the peculiarities of the formation of marketing trends. The need to study the trend as a phenomenon is proved. Definitions of the concept of "trend" by various authors are given. The versatility of the problem under consideration is emphasized, as a single definition of the trend has not been formed. The types of marketing trends that are manifested at the global level are considered. Particular attention is paid to the consideration of Digital Marketing, as it is implemented through the use of digital technologies and electronic devices. The necessity of taking into account when forming a strategy of partnership relations with its clients (1-to-1 marketing), creativity and innovations, features of viral and partisan marketing, as well as additional value is substantiated. It is explained that 1-to-1 marketing is direct marketing, which involves communication between seller and consumer face to face. Creativity and innovation are shown to be a trend that correlates with Digital Marketing, as most innovation is in the IT sector. It is demonstrated that viral and guerrilla marketing is a trend whose popularity is growing due to sales through popular social networks and platforms. Peculiarities of formation and development of Ukrainian trends are outlined. The following features of Ukrainian trends are emphasized: omnichannel, increasing the importance of marketing for business, the transition to digital marketing, increasing competition for the consumer, a high level of concentration on quality content, promoting of promoting goods and services through the use of thoughts leaders. The reasons why Ukrainian companies are actively investing in the development of digital marketing are explained: the dynamics of Internet penetration into the lives of consumers increased from 12% in 2004 to 71% in 2019. The marketing trends inherent in the brewing industry of Ukraine are studied: deeper support of sales of premium products, changes in the structure of segments, mergers of enterprises, reduction of average retail value of sold products, growing popularity of PET packaging, reduction of production and sales.